Corporate Eye

1 out of 2 U.S. Online Shoppers Make Mobile Purchases in 2013

mcommerce tablet shoppingIn 2013, 51% of U.S. online shoppers use their mobile devices to make purchases. That number is expected to rise to 77.1% by 2017 with 71.5% of those mobile purchases happening on tablets and 27% on smartphones.

Those are just some of the statistics found in Carlos Monteiros’ new infographic for AdWeek. The data comes from reports published by eMarketer and shows not only how mobile shopping will grow over the next four years but also how consumers’ mobile shopping preferences will shift from smartphones to tablets in the coming years.

You can see the full infographic by following the link above. Some of the key statistics include:

  • In 2013, U.S. consumers will spend $38.8 billion shopping via their mobile devices. That number will rise to $108.6 billion in 2017.
  • In 2013, 15% of online retail sales are taking place on mobile devices. That percentage will increase to 25% in 2017.
  • By 2017, tablets will become the preferred mobile shopping device with 90% of tablet owners making mobile purchases compared to 46% of smartphone users.
  • In 2017, 125 million U.S. consumers will use mobile devices to make purchases.

While it took years for consumers to gain a comfort level with online shopping via desktop computers, the adoption rate of mobile shopping is happening much faster. The proliferation of mobile devices has made it possible for anyone to purchase anything, at anytime, and anywhere. Consumers are quickly jumping on board. They’ll start with small mobile app purchases or daily deals and quickly move up to both bigger purchases and more purchases.

Research from Arbitron Mobile reports that two out of three U.K. smartphone users (66.8%) are already mobile shoppers. The study also found that 55.9% of smartphone users in the United States, 57.6% in Germany, and 52.5% in France are already mobile shoppers.

Prioritizing mobile commerce is a critical strategic imperative for every brand. Ensuring the brand and buying experience is seamless across all devices should be a top initiative in 2013 and beyond. However, the mobile environment is changing quickly, and the tablet and smartphone products and markets could look very different in four years. Developing an agile approach to mobile commerce could make a significant difference between brands that succeed and fail between now and 2017.

What do you think? Leave a comment and share your opinion below.

Image: Prepayasyougo

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.